The endorsement effectiveness of virtual influencers in nonprofit fundraising: The role of appearance and voice pitch

Virtual influencer (VI) endorsement of brands and products is growing but remains underexplored in the context of online fundraising. While existing research predominantly focuses on how a VI's appearance influences consumer decisions, this study addresses a notable gap by examining the joint effects of appearance and voice pitch on people's donation willingness—and how those effects differ with different levels of project urgency. Drawing on the Stereotype Content Model and Construal Level Theory, this research conducted three experiments for a period of three months in 2023 based on Chinese participants (Total N = 1000). The results demonstrate that for urgent charity projects, human-like (vs. anime-like) VIs with low-pitched (vs. high-pitched) voices lead to higher donations, because they elicit a greater sense of responsibility. Conversely, for non-urgent projects, human-like (vs. anime-like) VIs with high-pitched (vs. low-pitched) voices are more persuasive, due to their heightened perceived efficacy. By unveiling the fit between appearance and voice pitch of VIs and the fit between different VIs and charity projects, this research contributes to the existing literature and practice on endorsement in nonprofit fundraising.